Prepoznavanje spletnega izvornega oglaševanja med digitalnimi domorodci

Papež, Tanja (author), Oblak Črnič, Tanja (mentor), Verčič, Dejan (co-mentor)

Digitalni domorodci so generacija mladih, ki so se rodili in odraščali v dobi novih komunikacijsko-informacijskih tehnologij. Uporaba spleta in mobilnih telefonov jim je naravna, posledično so pridobili spremenjene vzorce in razmišljanje glede na ostale generacije. Obkrožajo jih predvsem spletni mediji, zaradi odsotnosti rednega stika s tradicionalnimi mediji niso pridobili kompetenc za ločevanje plačanih in uredniških vsebin. To je najbolj opazno pri zaznavanju spletnih izvornih oglasih. Ti so vkomponirani v medij ter ga želijo čim bolj posnemati in dajati občutek, da je njihova postavitev naravna. V magistrskem delu sem se osredotočila na odgovore na vprašanja, ali digitalni domorodci prepoznajo spletno izvorno oglaševanje, kateri so tisti elementi, ki jih prepoznajo kot oznake, ki ločijo plačane vsebine od uredniških ter kakšen je njihov odnos do izvornega oglaševanja. Z izvedbo metode glasnega razmišljanja sem ugotovila, da digitalni domorodci takšnih oglasov ne prepoznajo takoj. Čeprav izvorni oglasi sledijo smernicam označevanja, digitalni domorodci teh oznak ne prepoznajo. Prepoznajo pa izvorne oglase zaradi prisotnosti imena oglaševalca, logotipa ali pa prodajne naravnanosti naslova izvornega oglasa. Odgovori nestrukturiranega intervjuja so pokazali, da imajo do spletnih izvornih oglasov v večini negativen ali nevtralen odnos, s svojimi odgovori pa so pustili še nekaj prostora za raziskave s področja izvornega oglaševanja.

• Language: Slovenian
• Keywords: digitalno oglaševanje, izvorno oglaševanje, digitalni domorodci
• Work type: Master's thesis/paper
• Organization: FDV - Faculty of Social Sciences
• Year: 2018
• PID: 20.500.12556/RUL-101728
• COBISS.SI-ID: 35697501
• Publication date in RUL: 30.06.2018

Secondary language

• Language: English
• Title: Recognition of online native advertising among digital natives

Abstract

Digital natives are a generation of young people, which are born and raised in the era of new communication and information technologies. The use of internet and mobile phones is natural to them and consequently they have acquired modified patterns of thinking in relation to other generations. They are mainly surrounded by online media and due to the absence of the regular use of traditional media they did not acquire competences for separating paid and editorial content. This is mostly noticeable at recognising online native ads. Those are incorporated into media contents which they want to mimic ad much as possible and give feeling that their place there is native. In my master's thesis I focused on answering following questions: do digital natives recognize online native advertising, which elements they recognize as disclosure that separate paid from editorial content and what is their opinion about online native advertising. With method think aloud protocol I found that digital natives do not immediately recognize native advertising. Although online native ads follow guidelines for disclosure digital native do not recognize them. They recognize native ads because of the presence of the advertiser's name, logo or because of obvious selling titles of content. Answers of unstructured interviews showed that digital natives have in most cases negative or neutral opinion about online native advertising, and they also left some more ground for studies in the future.

• Keywords: digital advertising, native advertising, digital natives